8.1g What nudges are most effective in encouraging domestic tourists to select a holiday in the UK over a foreign trip?
Background
We have a vision to put the UK among the world’s most dynamic, inclusive, and regenerative visitor economies - one that delivers regional growth, opportunity, and community pride across the country. To achieve this, DCMS needs to better understand drivers and influences of tourism, ‘what works’ in growing and improving the visitor offer, and therefore visitor number and spend across the whole of the UK, whilst considering the social and environmental impact of tourism. Gaining a more detailed understanding of the sector workforce and businesses, as well as making more intelligent use of data are also important research priorities. DCMS is keen to ground this understanding in place-based approaches, for example those focused on coastal and rural locations, and how issues of seasonality impact the sector. Place-based approaches cover a range of perspectives, for example visitor economy assets and services and experiences as part of wider local social, cultural and economic infrastructure.
Next steps
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Topics
Related UKRI funded projects
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COVID-19: TOURISM RECOVERY, RISK AND UNCERTAINTY
Tourism has been severely affected by Covid-19, and it is anticipated that it will be one of the last sectors to recover fully from the effects of the pandemic. It faces enduring tourist unwillingness to take risks when ...
Funded by: COVID
Lead research organisation: University of Surrey
Why might this be relevant?
The project specifically focuses on analyzing how Covid-19 related risks and uncertainties shape tourist intentions in the UK, including substitution between domestic and outbound tourism.
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Climate change and the tourism sector: impacts and adaptations at visitor attractions
Tourism is a vital to UK economy, society and culture. Described by government in its Tourism Recovery Plan (June 2021) as a 'national asset', prior to the Coronavirus pandemic the tourism sector accounted for around 10%...
Funded by: SPF
Lead research organisation: UNIVERSITY OF EXETER
Why might this be relevant?
The project focuses on climate change impacts on the tourism sector, which could indirectly affect domestic tourists' decisions on holiday destinations.
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Safe Access Booking for Recreation (SABRe)
Social distancing, travel restrictions and the closure of many business and countryside sites and attractions has been an essential part of the management of Coronavirus. However, these restrictions have severely disrupt...
Funded by: Innovate UK
Lead research organisation: EXEGESIS SPATIAL DATA MANAGEMENT LTD.
Why might this be relevant?
The project aims to create an online solution to encourage visitors to return to outdoor recreational pursuits, which could indirectly impact domestic tourists' decisions on holiday destinations.